1. Community Creativity
Community is the root of distribution and ideas. Fandoms are dipping into a new league of their own as the 'professional' fan is sought after for an in-depth analysis of people's favourite celebrities and moments.
In K-Pop, content is dedicated to how to start a fan page and record labels are repurposing and posting fan content as official content. These communities have become important to not only give pop culture space to thrive but also to develop & shape it.
2. Multi-Format Creativity
63% of Gen Z have followed one or more meme accounts in the past year. Remixable content has been a major way people are consuming content and connecting, especially through the medium of a meme. 57% of Gen Z said they like it when brands participate in memes.
Content consumption is also free-flowing, videos are being watched across different platforms with short-form content as the vehicle to investing watch time in longer videos. The norm is leaning toward hybrid creators who specialize in a variety of content including remix culture.
3. Responsive Creativity
This arises from the ways that people adapt to trends as a means for psychological and emotional needs. People are looking to feel transported after the stress of the past few years.
83% of Gen Z use YouTube to watch content that will help them relax. Similar to Spotify Trends, nostalgia has become increasingly important to viewers. Interestingly, "analog horror" is trending amongst younger audiences as atmospheric horror acts as a gateway to soothing anxiety and trauma.